Your Menu Isn’t Broken—But Your Merchandising Might Be

Unlock Hidden Profits with Smarter Merchandising

Think your menu isn’t pulling its weight? You might be looking in the wrong place. In most restaurants, the problem isn’t what’s on the menu—it’s how it’s presented.

Thousands of dollars in potential profit are lost each month simply because high-margin items aren’t being showcased effectively. That’s where strategic merchandising comes in: the art of guiding your guests to crave the most profitable choices at every touchpoint.

Here’s how to build a seamless ordering journey that benefits your guests and your bottom line.

The Golden Rule: Spotlight Your High-Margin Stars

Whether it’s a best-selling burger or a seasonal special with stellar margins, these items need to be front and center—visually and verbally.

1. Pre-Order: Create Cravings Early

This is where your merchandising game begins.

• Use high-quality visuals to showcase top-margin items on menu boards, social media, and ordering kiosks.

• Highlight center-of-the-plate favorites with compelling signage near your entrance or order counter.

• Feature limited-time offers (LTOs) in a way that builds urgency and curiosity.

“Your guests will notice what you spotlight,” says Lauren Barash, Chief Marketing Officer at Full Course. “So make sure it’s the items you actually want them to order.”

2. Ordering: Guide the Guest Decision

During the ordering moment, use small nudges to drive profitability:

• Upsell smart add-ons (think: bacon, avocado, or premium sauces for entrées).

• Bundle items into value-driven combos that increase average check size without drastically increasing food cost.

• Use subtle cues like “most popular” or “fan favorite” to influence guest choices.

3. Post-Order: Don’t Miss the Final Mile

Just because the entrée is ordered doesn’t mean your merchandising work is done.

• Tempt guests with high-margin desserts and signature drinks after the main order.

• Encourage team members to ask: “Would you like to add a slice of our house-made pie?”—it’s a small question with big impact.

💡 Pro Tip: Declutter to Drive Focus

Your signage should only serve two purposes: delight the guest and drive revenue. Eliminate distractions like “No substitutions” or “We don’t accept Discover.” These messages take up valuable space—and attention.

Key Takeaways:

• Showcase high-profit items early and often with visuals and signage.

• Use upsells and combo options to increase average check size.

• Keep merchandising going after the entrée with dessert and drink suggestions.

• Declutter your menu boards and signage to keep the focus on revenue-driving messages.